What training materials are available for benchmarks?

You can find detailed how-to articles and step-by-step guides in our help center. Visit help center

Can I set up benchmarks for the email campaigns I create?

You won’t need to set anything up—benchmark data will be available to you automatically once you send 25 email campaigns (the minimum needed to ensure we have enough data). Once benchmarks are available, you’ll be able to use them to see how your individual campaigns measure up to your peer group and easily identify wins and opportunities.

What are peer groups? Why does my peer group include brands from other industries?

Peer groups are a set of 100 companies that are similar to your own in industry, size, scope (like average item value and total revenue), and campaign characteristics.

Have more questions about benchmarks and emails?

Find answers to your questions on our email faq page.

Email marketing benchmarks

Superior email performance is just a benchmark away

With Klaviyo benchmarks, you know exactly where your email marketing performance stands compared to your peers, and you have the tools you need to fix underperforming metrics.

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Email campaign benchmarks in Klaviyo platform with a client email sample

Klaviyo benchmark essentials—what you need to know

What are benchmarks?

Klaviyo benchmarks are a comparison of your email marketing performance to 100 other similar businesses based on metrics like open rate, average cart value, and subscribe rate.

Why do benchmarks matter?

Benchmarks are opportunities. When you see your peers’ average clickthrough rate, you know whether you have room for improvement or if you can focus on other metrics.

How does a brand get Klaviyo benchmarks?

Every brand has access to Klaviyo benchmarks. Metrics are available once you send at least 25 emails.

Benchmark data

Understand your performance with these key indicators

Email campaign performance benchmarks in Klaviyo marketing platform

Klaviyo’s benchmarking takes your brand’s metrics and compares them to 100 industry peers. Based on that comparison, you’ll get a performance rating of poor, fair, good, or excellent for each metric, giving you a clear picture of which campaigns could be bringing in more revenue.

Campaign and automation performance across Klaviyo

58.61%

Open rate–email campaigns

55.33%

Open rate–browse abandonment automation

5.84%

Click rate–browse abandonment automation

61.05%

Open rate–post-purchase automation

Disclaimer: Data from Q3 2022

Benchmark use cases

Don’t like the data you’re seeing? Move the dial with these tools

With Klaviyo you have the email data you need to pivot and the tools to do it. Here are a few metrics and examples of how you could improve their performance:

Ecommerce email campaign information and warming in Klaviyo email marketing platform

High unsubscribe rates can be improved with our sophisticated segmentation, allowing you to group your audience based on behaviors, interests, and personal characteristics.

The metrics behind the benchmarks

Klaviyo benchmarks are a comparison of the following metrics with those in your industry peer group.

Average cart size
Average order count
Average order value
Returned order rate
Open rate

Click rate
Clickthrough rate
Placed order rate
Email revenue per recipient
Bounce rate

Spam report rate
Unsubscribe rate
SMS revenue per recipient
Repeat customer rate

Office presentation being viewed by several people

Review Q422 email benchmarks by industry

See results

All the insight you need in one place

It's great to be able to see different areas broken out within benchmarks. I see we're really strong with campaigns and our flows need a bit more attention. This gives me a good idea of areas we need to work on.”

Tim Frazer, Marketing specialist, Quad Lock

Frequently asked questions about Klaviyo’s benchmarks

Tracking your benchmarks on a regular basis helps you understand how your marketing strategies are performing across the industry and within your peer group. This helps you double down on what’s working, address what isn’t, and identify low-hanging fruit for what can drive the most value.